Renault celebrates
today its 15 years of local
production in the country, and its 1.8
million cars made in Brazil are a source of pride. Its relationship with
the country dates back to the 1960s, when the first Gordinis and Interlagos were
seen on local streets, made under the license of Willis Overland. December 4,
1998: the start of operations of its first plant marked a new era in its
success story, and Renault won over a place among the country’s leading car
manufacturers.
The State of Paraná welcomed Renault’s initiative and São
José dos Pinhais, in the metropolitan area of Curitiba, was the place chosen to
settle its industrial site. A foundation stone was laid in March 1996 to mark
the beginning of the construction works. Louis Schweitzer, then Renault Group’s
CEO, and Pierre Poupel, president at Renault Brazil, were joined by Viviane
Senna to pay homage to her brother, race driver Ayrton Senna, thus naming the
industrial complex after him.
Two and a half years later, the first cars that would amaze
Brazilian consumers for their innovation and modernity were being produced.
First Renault model in Brazil, the Scénic launched the local minivan segment,
and, together with the Clio, which came soon after, stood out for their
innovative design and safety concerns: they were the first Brazilian cars to
offer dual front air bags as a standard feature.
After the passenger car plant, the Ayrton Senna Complex
received a powertrain plant in 1999 and, in 2001, the Renault-Nissan Alliance’s
light commercial vehicles plant, which would manufacture models of both brands.
The three plants have already made approximately 1.8 million vehicles and 2.9
million engines in 15 years.
When the industrial facilities were consolidated, the
company progressively achieved accomplishments throughout its 15 years of
activity. Since the time when the first
Scénic left the assembly line, Renault launched 127 novelties, became the
country’s fifth carmaker (with an average market share of 7% in the last five
months) and the number of employees increased more than 10 times, totaling
6,500 direct jobs and 25 thousand indirect jobs in the State of Paraná alone.
In 2011, the country became the world’s second largest market for the brand, just
behind France.
“Renault is a Brazilian company now and our products are a
reference in their respective segments. We offer job and revenue opportunities
and contribute to the development of the society. This is a source of pride to
us”, says Olivier Murguet, president,
Renault Brazil.
Strategic planning
and growth
Renault made important accomplishments in Brazil in 15
years. It is now ranked among the country’s 5 biggest carmakers, and it is
increasingly developing its share in the last few years, with an average above
market levels. In 2012, for example, it achieved a growth rate of 24%, which is
4 times above the 6% rate achieved by the overall industry. Its average market
share in the last few months was of 7% and it aims to achieve 8% by 2016. In addition,
the Sandero is ranked among the country’s eight best-selling models and the
models Duster and Logan are widely acclaimed by consumers.
The success achieved was possible thanks to a growth
strategy based on three pillars: dealership network expansion, product range
renewal and development, and installed capacity increase. The dealership
network is vital for sales growth and has seen 100 new stores in the last three
years alone. Expansion plans are underway. In 2013, 40 new points of sale will
be opened, 17% up compared to 2012, for a total of 275 dealerships (coverage of
83% of the domestic territory).
As to product range renewal and development, 20 novelties
were introduced since 2011. In
2013, Renault has launched a completely revamped Master –
the same model marketed in Europe, which offers more than 70 different
configurations – and the New Logan, which offers affordable innovation,
comfort, refinement and a modern design, without neglecting its innate
characteristics, such as robustness, low maintenance costs, plenty of interior
room and a three-year warranty.
More than R$ 6
billion invested
The Ayrton Senna Complex had to be adapted to the
development of the industry and to its own growth pace. Considering the
investments made since the beginning of its operations, the Brazilian
subsidiary received approximately R$ 6 billion. Latest capital contributions
channeled into production capacity increase amount to R$ 500 million (from a
total of 1.5 billion reais for the 2010-2015 period).
The expansion works were carried out in record time – only
two months – and the installed capacity jumped from 280 to 380 thousand units a
year, which includes the passenger car plant
that is now
able to make
320 thousand annual
units (previously 220
thousand units/year) and the light commercial vehicles plant, which can
manufacture 60 thousand units a year.
The construction of a new Logistics Preparation Center (with
35,000 m2 and 12 meters of ceiling
height) was also included in the recent investment plan. It shall be emphasized
that higher production levels require the creation of jobs. Since 2011, 1,200
new jobs were created and now Renault’s workforce totals 6,500 direct
employees.
Engineering and
design
In addition to its well-established sales and production
infrastructure, market share growth entails having a continuously renewed
product range adapted for the tastes and needs of local consumers. This is why
Renault has strongly invested in human capital, implementing cutting-edge
engineering and design organizations in Brazil.
The Renault
Technology Americas (RTA) is located at the Ayrton Senna Complex.
Established in 2007, the engineering center seats 600 engineers whose work is
aimed at developing new technologies, for example, engines that are progressively
more economical and efficient. Thanks to the RTA, Renault has a prominent
position in the Brazilian Fuel Efficiency Labelling Program, with six models
being awarded an “A” for fuel consumption.
Established in 2008, the Renault Design Latin America (RDAL)
is sited in the city of São Paulo. Brazil is one of the 5 countries chosen to
receive a design center and it is the brand’s first design studio in the
American continent.
Environmentally and
people friendly
Renault wants to keep its operations closer to the society.
As a result, the Renault Institute was launched in 2010, during the São Paulo
Motor Show, in order to improve the quality of life of Brazilians and preserve
the biodiversity. In three years, the Institute has developed and supported initiatives
targeted at improving the lives of Brazilians, with investments that amount to
R$ 9 million, for the benefit of more than 300 thousand people, directly or
indirectly. Because of its Institute, Renault is closer to the communities
where it is present and now it can outline planned actions to offer a better
perspective and improve the quality of life of children, youngsters and adults.
The Renault Institute operates in four areas of activity: Education, Road
Safety, Social Development & Diversity, and Environmental Sustainability
& Mobility.
As to institutional activities, Renault has closed naming
rights deals to rename important venues. In São Paulo, the Renault Theater
delights audiences with Broadway musicals. In Curitiba, The Expo Renault Barigui
is an exhibition center located at the heart of the city’s main public park.
This year, Renault sponsored the Curitiba Theater Festival, the country’s
leading event in its genre. In 2014, it will sponsor the Acadêmicos do
Salgueiro samba school during the Rio Carnival, whose theme will be the
creation of the world.
Caring for the environment
Environmental concerns made Renault Brazil one of the local
carmakers having the largest preserved area: 60% of its 2.5 million m2 are consisted of native forests that are home
to more than 140 species of mammals, birds, fishes, amphibians and reptiles.
Today, 100% of its industrial waste is managed: 95% is recycled and the rest is
valorized. The Ayrton Senna Complex holds an ISO 14001 certification since
2003.
Pioneer in zero
emission mobility
Renault is the global leader in electrically propelled
vehicles and it is taking major steps towards disseminating the benefits of
zero emission technology in Brazil. As yet, 40 EVs have already been sold to
institutions that maintain projects related to the technology: CPFL Energia (2
units) Itaipu Binational (32 Twizy) and FedEx (6 Kangoo Z.E. Maxi).
The Renault-Nissan
Alliance is investing 4 billion euros to develop vehicles that do not use
oil derivatives as fuel and may be charged with pure, renewable energy. More
than 100,000 zero emission cars have already been sold in less than three
years, which is more than the total amount sold by the industry altogether.
FACTS & NUMBERS
Exports
Biggest exporter in the State of Paraná, with R$ 2.2 billion
exported in 2012: More than 54,000 cars exported to 7 countries
More than 135,000 engines exported
History: more than 350,000 cars
Human Resources
Headcount
6,500 direct jobs
25,000 indirect jobs in the State of Paraná alone
Approximately 600 engineers at the Renault Technology
Americas in Curitiba (1,000 in the Americas Region)
1,200 new jobs created in the last 2 years
Social Benefits
R$ 55 million in benefits to employees and dependents
(health, dental and life insurance, transportation, corporate cafeteria,
training)
Health and
dental insurance
R$ 22 million in health and dental insurance in 2012
More than 100 thousand medical appointments/year
Employee
transportation
R$ 12.7 million/year - 200 bus lines/day
Corporate cafeteria
137 thousand meals/month
Training
R$ 2.6 million - 153 thousand hours/year
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